Cipd Social Media Audit

Published Date: 02 Nov 2017

The Chartered Institute of Personal and Development it is consider as a specialized body in Human Resource. They have several branches in the UK, however, the North East of England they do not use Social Media as communication channels with the members. Therefore, they taken into consider the opportunity that SM could improve their status. This project attempted to provide the client with solution to improve the social media they use or adapting new platform.

Background/Context

The Chartered Institute of Personnel and Development (CIPD) is the main source for training in Human Resource leaders across the world. The organisation is accessed by more than 135,000 of its members. The CIPD organisation aims to develop its Human Resource provision for companies, as well as for individuals, who attempting to develop their professional carers. Based on a prospective client’s requirement, the focus will be on the CIPD North East of England’s branch. This branch runs by local volunteers to promote their local members by providing a networking learning environment. The branch consist of 2700 members, however, few of them range from 60-120 who attend the branch event. This number is less than what the organisation expects. The only method of communication is email, which is restricted to those members who already opt a service. However, Social media is highly adopted by consumers, yet organization has lagged this adoption. CIPD should follow fans, customers and their partners into social media sphere. Facebook, tweeter, LinkedIn and other social media platform consist of massive amount of connected users who organized and divided into many group and communities. Theses group and community usually structured around behaviour and attribute such as geographic location, lifestyle, politics, interest and many others. Therefore, this project will attempt to assess and identify the opportunities of CIPD that can be achieved and create as well as establish plan to perform social media strategy to improve communication between customers and within organization through social media channels. It also aims to produce an effective medium for communication between company and members in North East of England.

As the project progress, the team will face some challenges, which might affect the progress of the project. For instance, The North East of England’s CIPD branch are run by volunteers and the main format for the social media sites needs to be approved by the main office in London. Therefore, the problem is that as no authority is given to any one of those volunteers, which restricts the group’s work when they are seeking information or any future approval. In addition, there is no one among the committee members with the necessary social media background, which is an obstacle when seeking to deal with any problems that arise.

Objectives

Social media is considered as one of the important key factors in the online sphere and create new opportunities for organisation to effectively improve communication, sales, marketing and indeed customer services. From the initial analysis of the current situation the committee want to improve their social media in related to branch’s Centenary Celebrations:

Critical:

Communication:

Improve the communication between and within the organisation members

E-Marketing activities:

Enhance brand image

Increase share

Enhance organisation social media profile.

Provide consistence massage through social media.

Important:

Sales:

Rise organisation revenue.

Acquire new customers.

Customer services:

Rise customer retention.

Minimise cost of the services provided.

Defer:

Build Central of excellence for the organisation.

Support the organisation for choosing the right social media management application.

The analysis of IT and change portfolio:

As identified from the initial analysis with the client and stakeholder expectations, the contribution of social media to the business performance can be classified as critical to existing business performance and it aim to improve the current business.

So in order to achieve these expectations our objective and gaols will be:

In depth analysis the current organisation situation

Educate the organisation members to become social member:

Potential benefit of social media

Potential risk of social media

Overview of different social media platform and its uses.

Create presence on social media channel such as Facebook, Twitter, YouTube and LinkedIn.

Create process for updating and maintaining social media services.

Create social media policy for those members engaged in the social media in behalf of CIPD.

Social media accounts integration to leverage content across different social media channels.

Acquiring fans and followers by implementing social media strategy.

Selecting the right vendor and social media supervision tools for CRM.

The project will be in three phases:

Training of organisation member for social media use.

Methodology/Plan

Three phases:

Phase 1: Assessment:

Analyse organisation requirement.

Employee readiness to social media

Knowledge available

Technology used.

Organisation goals

Identify themes such as awareness, sales and loyalty.

Create metrics to measure and monitor social media.

Identify audience.

Identify where the customers, what they want and needs are.

Identify social media channels to focus on.

Social media and other related platform analysis.

Listen to others are saying about the commute.

Identify the most appropriate channel to focus on.

Phase 2: Implementation:

2.1 Employee training for social media use.

2.1.1 Presentation and PDF document

SM policy awareness.

SM risk

Create calendar contents

Promotion and growth such as integrate SM in the website.

Event reminder.

2.5 Respond to customers and solve their issues if necessary.

Phase 3: Monitoring and measuring:

Evaluation of the strategy.

Evaluate metrics.

Add more advanced tactics such as Facebook ads.

Deliverables

Time plan

Resources

The communication between the group and the client ran smoothly. The client was very collaborative when arranging the appointments, taking into consideration that we have very different schedules. In addition, she endeavoured to provide us with whatever kind of information was required, by readily responding to our emails, and briefing us about the branch’s work before the official meeting. The support from the committee is required in the work in different stages. In addition, it could be needed an approval from the main office in London in order to apply the method of connection via social sites. However, initial the group chooses a questionnaire as a method to reach members in the committee, therefore, the client support is needed to complete the task.

Risks

Risk type

Probability

Description

Mitigation

Project team availability

High

Other project at the same time with the this project

Utilising time and ensure member commitment

Collect of Questionnaires

High

Not completed by the time.

Necessary to ensure that they reach all the selected persons, and are completed, within the required time period

Group meeting

Low

Happened such as absence or not meeting on time.

Did not affect the planned work, we should have shown more professionalism and commitments

Competitors seeing organisation clients list

Low

The availability of fans and customer list in social media platform and competitors can have access to this list

In public social media, this issue difficult to mitigate. If necessary, private social media can be used.

Maintaining and controlling brand image

Medium

Implanting social media will depend in the staff who responsible to engage with customer

This can be mitigated b training those staff about how to maintain brand image for the organisation

Wasting employee time

Medium

Staff can use their time for personal use of social media

Time spent must be documented